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For most organizations with multiple or complex product lines, efforts to create interest in and sales of related products (cross-selling) or more expensive options (upselling) are major sources of added revenue and profits. Because existing customers are much more likely to buy something from a source they have already used, entering the market of proactive healthcare is an efficient, effective way to boost customer lifetime value-the total value that an organization derives from individual customers over the period that it retains them-and attract new customers to your hospital.